I like this question because I don't read any blogs. I find it interesting the way the national political campaigns (my first love and job) have hired people to interact with the blogosphere. You may say I'm old, out of touch and cranky, and I probably would have to agree. I'm also probably resentful on some level as I see this unsubstantiated, personal opinion passing for journalism and weep for America and the world. People do seem to read this stuff and equate it with what we do at The Tribune or other media and don't make much distinction.

How is it I can work for decades developing contacts around the NBA and traveling regularly around the NBA and talking with the decision makers and some guy in his basement in his underwear is writing something that has credibility? As close as I can figure, these bloggers are the electronic version of the neighborhood tavern. You used to go in and hear people wailing about sports or politics and offering opinions on all the major issues. We did our man in the street interviews when such issues came up. Now, these people we used to ask for opinion started these blogs and are supposed to be experts. How can that be? I never see any of them, I never hear the coaches and general managers and players I talk to saying they talked to them. So where do they get their information?

People often doubt the traditional media, but we are out asking questions, developing sources of information and interacting with the participants. What are these bloggers doing? I'm fortunate on some level to be getting close to retirement because if these blogs are credible sources of information, there's no point in spending all the time on the road that I do.

Blogging helps you better understand your audience. The hallmark of any blog is the ability for readers to post comments to what you write. By having this regular conversation with readers, you learn what hits and what misses.

For newspapers that are rapidly becoming irrelevant to a growing number of people, this is a huge issue. If you write post after post that garners no response, then it ought to be telling you something. In print, we’ve been able to kid ourselves for decades that every reader is savoring every word of our prose. Online, it’s painfully clear what readers do and don’t care about.